Samsung's transparent and flexible display

transcript

Transparent and Flexible

DisplayPresented by:

Du Pei – A0134166

Ma Yue – A0133465

Miao Dongchen – A0133499

Zhang Haoxin – A0133720

Zhang Siyu – A0133782

Agenda

Introduction

Value proposition

Market Segment & Customer Selection

Value Capture

Scopes of Activities

Strategic Control

Conclusion

What is Transparent and Flexible OLED

Transparent OLED (TOLED)

• Transparent substrate, cathode and anode

• Bi-direction light emission

• Passive or Active Matrix OLED

• Useful for heads-up display• Transparent projector screen

• glasses

Foldable(Flexible) OLED

• Flexible metallic foil or plastic substrate

• Light weight and ultra thin

• Reduce display breaking

Transparent + Flexible OLED• Transparent and plastic substrate with transparent cathode

and anode

Agenda

Introduction

Value proposition

Value Capture

Strategic Control

Conclusion

Transparent OLED display - value propositions

• Possess the advantage of OLED Richer (Lifelike) colors, faster response time, Power efficiency and etc…

• Transparence - Augment realities. Realize 3D effect by piling several transparent OLED display together.

• Transparence - Augment realities. Show the details of Scenery you see

• Transparence - Augment realities. Can be display windows showing details of goods and exhibits and adding

values to exhibits and goods.

• Bi-direction displaying.

• You can see in the front and back of the Display panel. Advance working.

• Bi-direction displaying.

• Double displaying games:

Flexible OLED display - value propositions

• Possess the advantage of OLED Richer (Lifelike) colors, faster response time, Power efficiency and etc…

• Curved display Curved TV, Curved mobile devices

Flexible OLED display - value propositions

• Fordable Fordable mobile devices.

• Flexible – Resistance to external force

• Can be Ultra thin.

• Compatible to Roll-to-Roll printing Mass production, lower cost

Transparent and Flexible OLED display - value propositions

• Making transparent display products flexible.

• Making flexible display products transparent. • Exploit the applications and enhance performance.

• Giving much sense of high-tech Aesthetics for being both transparent and flexible.

Samsung – leader of display market

• Leading developer and integrator of transparent LCD solutions for retail and advertising; yet to make commercial debut with OLED based transparent and flexible displays.

• Currently working on transparent display panels for mobile application.

• Offers medium to large sized transparent display panels; large sized panels targeted at advertising billboards and refrigerator door .

• Being the largest supplier of active matrix OLEDs, Samsung is likely to become a major player in the domain of transparent and Flexible displays as well.

Agenda

Introduction

Value proposition

Value Capture

Strategic Control

Conclusion

Market Segment

Samsung TOLED/FOLED/

TFOLED

Display PanelElectronic Products

Large Scale

Medium and Small Scale

Smart Window, Public Display, Display Window, etc…

TV, Monitor, Notebook PC, Augment Reality Display, Gaming House; Mobile Phone, Music Player, Automobile, Camera, MP3, DVD Players, etc…

Customer Selection

• Focus Groups:

• Mobile Device producer

• Travel enthusiast

• Domestic appliance producer (Like refrigerator interface)

• Architects

• Corporate Show Room and Department Store

• Education

Customer Selection

Mobile Device producer• Light weight and ultra thin

• Reduce display breaking

Customer Selection

Travel enthusiast • Capture the buildings near you

• Show the details of Scenery you see

Customer Selection

Domestic appliance producer • Show what you have put in the refrigerator

• Show the expiration date of the food

• Show the nutrition of the food

Customer Selection

Architects• Beautify our city

• Transmittance of the glass

• Commercial purpose

Customer Selection

Corporate Show Room and Department Store• Attract female customers

• Benefits retailers

Customer Selection

Education• Transparent blackboard

• No need to turn around

• Students may be curious about it and concentrate on what the teacher say

• Students can sit on the both side of the blackboard

Value Chain

suppliersApplication

ServiceProvider

Retailer ConsumerReture

& recyclingPanel

makers

OLEDdevice

technologyR&D

Cathod &Anode,

Substrate(provider)，Driver ICs

OLED Color filtersConductiveLayerChemical

IPR for:TOLED, FOLED,

TFOLED ; Material

improvements

TOLEDPanel Maker,FOLED Panel

Maker, TFOLED

Panel Maker

Smart WindowSmart Container

Smart glassesTV, MonitorNotebook

Mobile PhonePublic Display

CameraAutomotive Monitor

MP3Gaming stations

DVD Players

Dept StoreDirect CatalogueDistributorsE commerceMass MerchantsNational Chain

CollectionRefurbishmentDismantlingRecycling CompinentsRecycling MaterialsBio-decay

AmericaJapanEuropeChinaAsia PacificMiddle East

OSApplications

Agenda

Introduction

Value proposition

Value Capture

Strategic Control

Conclusion

Value CaptureSupplier R&D

Panel Maker

Large Scale

Medium Scale

Small Scale

Customized Design &

Application Service Provider

vendors

System Maintenance

Service Provider

End User--- Customer

Design/ Application order

Display solution-> <-products

License fees->

<-Technical Spec

<-Serving fees

Troubleshooting/maintenance->

<-Franchise

Products->

Supplier R&D

Panel Maker

Large Scale

Supplier R&D

Panel Maker

Large Scale

Customized Design &

Distribution &Installation

Service Provider

System Maintenance

Service Provider

Products->

License fees->

<-Technical Spec

<-Serving fees

Supplier R&D

Panel Maker

Medium Scale

Small Scale

Supplier R&D

Panel Maker

Customized Design &

vendors

System Maintenance

Service Provider

License fees->

<-Technical Spec

<-Serving fees

<-Franchise

Products->

Medium Scale

Small Scale

Agenda

Introduction

Value proposition

Value Capture

Strategic Control

Conclusion

Samsung history

• The rise from manufacturer of low end, cheap knockoffs to becoming the 9th best global brand

Samsung SWOT analysis

• Strength: • Brand: 9th best global brand; 19th in brand value (Sources: InterBrand).

• Focus on Innovation product. Focus on high end market.

• Leader in display: 15.1% market share. Potential to be a major player in TOLED, FOLED and TFOLED market.

• Mobile phones: 21.6% market share (Sources: Samsung Electronics Strategies)

• Largest TV manufacturers: 15.1% global market share.

• A major player in many Domestic appliances. 13.5% and 9.2% market share in washing machine and refrigerator respectively.

• Weaknesses:• Lack of product differentiation.

• Main competitors are largest customers.

• Strength: • Brand: 9th best global brand; 19th in brand value (Sources: InterBrand).

• Focus on Innovation product. Focus on high end market.

• Leader in display: 15.1% market share. Potential to be a major player in TOLED, FOLED and TFOLED market.

• Mobile phones: 21.6% market share (Sources: Samsung Electronics Strategies)

• Largest TV manufacturers: 15.1% global market share.

• A major player in many Domestic appliances. 13.5% and 9.2% market share in washing machine and refrigerator respectively.

• Weaknesses:• Lack of product differentiation.

• Samsung’s own Software applications are not popular.

• Main competitors are largest customers.

• Opportunities brought by TFOLED:• Increase diversity of product.

• Further improve the reputation of Samsung of being high-end and inspiring digital life.

• Potential to use TFOLED to enter new market (Like Transparent and Flexible PC, wearable devices, True color E-book)

• Being first mover to and Dominant the future display and Domestic appliances market.

• Strong partner relationship with high end electronic product organizations.

• Threat brought by TFOLED :• Product cannibalization.

• Increasing R&D expenses.

• Uncertainty of customer preferences.

Samsung Scope of Activity

Device

Technology

Fabrication

equipment

Manufacture

Fabrication

equipment

Material

production

R&D for

production

process

R&D for

OLED base

Materials,

For volume

production

components

manufacture

Screen

Manufacture

In volume

IPR licensing

For fabrication

process

Production

Technology

licensing

Technology

licensing

1 Basic R&D for IPR licensing

2 OLED base material manufacture

4 OLED production line equipment 5 OLED screen manufacture

End-UsersReturn &

recycling

Branded

sales &

distribution

& Retailer

7 OLED screens in end-usersCathod & Anode

Substrate

Color filter

Conductive layer

supplier

3 OLED raw material supplier

Collaborate

supplier

Touch application

Display application

Operation application

6 OLED Application service provider

Alliance

provider

Samsung Scope of activities

• To handle the threat and weakness:

suppliersReture

& recycling

Application Service

ProviderRetailer

OLEDdevice

technologyR&D

ConsumerPanel

makersOEMOutsource

Collaboration

Agenda

Introduction

Value proposition

Value Capture

Strategic Control

Conclusion

Samsung Strategic Control

Product Strategy Marketing Strategy

Multiple brand strategyIP protection

Product competitiveness

Product portfolio

Mobile phone first

Exclusive experience store

Partnership

Global sponsorship

Samsung Product Strategy for TFOLED

• High price strategy with high margin.

• Safety

• Quality

protection

Product

competitive

Product

portfolio

protection

• Short-term technologicalleadership

• Complementary nature

• Patent Thicket

• Standards & Partnership

Product

competitive

• High entry price and high marginpolicy

• Safety

• High quality

Product

portfolio

• End products

• Displays for end products—modular design

Samsung Marketing Strategy for TFOLED

Multiple brand strategy

Mobile phoneExclusive

experience storeComplementary

assetsGlobal

sponsorship

• Multiple Brand Strategy:• Obtain greater shelf space and leave

little for competitors’ products

• Fill price and quality gaps

• Cater to brand-switchers users

• Generate internal competition

• Mobile phone:• Marketing focus on mobile phone because

highest ROI

• Increasing on advertising expenditure, from 1% to 3.5%

• Establishing a company-wide “Global Marketing Team”

• Exclusive Experience Outlet:• More experience outlets should be set up in

different countries

• Sellers are required to demonstrate the unique function of TFOLED products

• Interact with customers

• Complementary assets:• Retailers

• Collaborate with OEM players to manufacture products with high quality

• Alliance with premium brands to raise product features(hard ware & software)

• Global sponsorship:• Sport events are the key choice

• Fashion Week with visibility in premium locations

• TV series and movies

• Charity

Samsung's transparent and flexible display

Business